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    IT'SUGAR

    3.4 (51 reviews)
    ModerateCandy Stores
    Open 10:00 am - 10:00 pm
    Updated 1 week ago

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    Crickets
    Aly A.

    We were walking around after eating and we ran into this candy store . We all got super excited to have some sweets . When we walked we got greeted by Stacy she asked if we had any questions and if we wanted to sample any of the candy . She was so nice and attentive. We sampled a few and got a bag of mixed goodies . The store looked very organized and the way they it was set up you can tell they take pride of their store looking good . There was a lot of unique candy and cool things to look at . When in the area we would definitely come back to get more sweets .

    Cheester Cheetos!! And Cola products!
    Angie R.

    The dude and I came to It's Sugar on 06/21/21in Santa Cruz. We initially came here due to needing change for the local meters for parking and we didn't have any coins. I just wanted to buy something small to break my $5 dollar bill. However, a quick peek in for my main purpose turned into a 30 minute adventure with the dude as he was totally in dude mode and I was in legit princess mode with all the cute things like toys, candy and knick knacks some that reminded me/us of our childhood. My nieces totally would have loved this store and I wanted to get them and take them here. This is the only place I have noticed that doesn't bag their free range candies in the bins. When I was younger before the pandemic especially as I would eat candy straight from the bins sadly but maybe that's a good thing. But still I didn't do it as an adult I guess I can't and plus the store probably would not appreciate that at all anyways. The staff greeted us when entered and pretty much let us roam around freely without any distractions. We pretty much had the store to ourselves when we went shopping to the dude and I pretty much checked out everything. Eventually, realizing 30 min has gone past I reminded the dude of the main purpose and found something I can get a few coins back for the meter usage. Overall, I enjoy stopping by once in away to check out this candy shop. I almost never end up buying candy but knick knacks or something for my nieces or maybe a card or funny book. The store was very clean and organized as well. We were such kids in the store. I would love to come back and explore more of their items and take my two darling nieces here so they experience going to like their first candy stores. I know they would enjoy it as the dude and I enjoyed even at our ages!

    Lots of treats
    Mark F.

    Im a Santa Cruz Local so going into a place like this, designed for tourists, really only happened because of my wifes sweet tooth. As you can imagine buying candy by the pound in a high rent location like Pacific Ave will not be priced friendly. I will say that they have a huge selection of candies including some novelties you might not find anywhere else. One that stood out for me was the Giant Beer Mug Gummy. This thing was literally the size of a giant mug of beer but it was made from gummy candy. I personally don't see myself (or anybody else for that matter) eating one of these giant blocks of sugar. But if you wanted something like that, this would be a good place to find it. We came in around 8PM and there were 2 girls working. My wife asked a question and got a snooty answer from one of them. The store was empty although the streets were crowded for dance week. You would think that the service would be a bit friendlier but that wasn't the case this night. Im not a big fan but give'em a try for yourself!

    Tayler F.

    Very fun place to stop downtown! I love the nostalgic vibe of the place and the section of candy that I remember as a kid! They also have a huge wall of PEZ dispensers and very rare candy I've never seen anywhere else.

    LeAza D.

    We usually always come here for something sweet duh. My son wanted something surprisingly. Haha. Guess we ate to much hardly food he wanted dessert. We spent about $10 on his sugar rush.! Got a $1 on spending on a sucker for cancer patients. So that's always a plus

    Giant!
    Justin A.

    Apparently oversized = over priced! I couldn't believe how much they charge for candy. I understand buying a 1 pound reese's peanut butter cup or snickers seems cool but for crying out loud you can buy fifteen candy bars at the convenience store for the same price. The store is barely family friendly. As other reviews state, there are provocative looking pictures everywhere and they do sell some strange foreplay type items. Overall, I suppose there are a few cool novelty items but nothing to make me want to come back.

    Love L.

    We are tourist so of course on our family vacay we stopped by this candy store. The employee was super rude inattentive literally no help at all. Since there isn't any actual prices on any of the items in the store, we asked the clerk about pricing and he acted as if we were bothering him for inquiring about items we wanted to purchase. We spent $80 bucks here and I wish I didn't give them a dime of my money. Hire better clerks who have customer service skills

    Pick your own candy by the 1/4 lbs!

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    Great customer service and an amazing manager/employees! Manager is very friendly and great striking a fun conversation.

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    Page 2 of 2

    Ask the Community - IT'SUGAR

    Review Highlights - IT'SUGAR

    There were also a ton of fun containers pre-filled with stuff like gummy worms, gummy bears, sour candy etc.

    Mentioned in 2 reviews

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    Marini's Candies

    Marini's Candies

    3.8
    (218 reviews)
    1.2 mi
    $$

    While revisiting the Santa Cruz Wharf and Pier, my daughter, our friend, and I decided we needed a…read morelittle sweet treat to keep us going, so we stopped at Marini's. My daughter and I both went with the cookie dough ice cream, and it was SO good. It wasn't just little pieces of cookie dough either--it had big chunks of chocolate mixed in, which made it even better. Our friend got the almond mocha and loved it as well. We both got the fun cones that were dipped in different chocolates, which looked as good as they tasted. I went with the basic plain cone, and honestly, it was perfect too. It was such a nice little treat to sit in the sunshine, enjoy our ice cream, and watch the sea lions barking and playing in the water. The shop is cute and has plenty of other things you can purchase, but we were mainly there for the ice cream. One thing I will mention is that there wasn't anywhere inside to wash your hands. After walking around the pier and touching everything, we definitely could have used a sink! There is a bathroom nearby, but we didn't think about using it until after we'd already ordered. The staff was kind enough to give us a cup of water, so we went outside and did our best to clean our hands that way. The service was great, the ice cream was delicious, and we were told that everything is made locally, which I always love supporting. Overall, it was the perfect little sweet stop while enjoying the wharf and watching the sea lions. Definitely worth grabbing a scoop if you're in the area!

    Towards the end of the Santa Cruz pier is Marini's. They offer a candy shop, ice cream, smoothies…read moreand a host of other treats. My friend indulged in a milk shake and I tried the chocolate cinnamon ice cream. They hand dip their cones so of course I had to get a waffle cone, which is one of my favorite things. The pier is a fun place to walk. Please come and create your own adventure.

    Photos
    Dirty Paws + Vanilla Bean on a waffle cone
    Dirty Paws + Vanilla Bean on a waffle cone
    Saltwater Taffy
    Saltwater Taffy
    Interior

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    Interior
    Donnelly Fine Chocolates

    Donnelly Fine Chocolates

    4.6
    (241 reviews)
    0.9 mi
    $$$

    Discovered this place on our coast drive! Really enjoyed their Marianne ice cream and chocolate…read morecombo! The staff was very friendly and welcoming!

    This review needs updating. I am now confident in saying that these ice cream bars ARE the best in…read morethe world and would love to be proven wrong (hey, IF a better ice cream bar exists it would have to be mind-blowingly good). It starts by them using quality ingredients. They use Marianne's vanilla ice cream, and Valrhona chocolate (a French chocolate used by gourmet chefs). You can choose milk chocolate or dark. They have a bunch of options for what you can include in your bar, including chopped almonds, caramel, and marshmallow. My favorite is #4: dark chocolate with caramel and marshmallow. It is insanely good. After each bite I am thinking "oh my god this is good." Frankly I am glad it is in Santa Cruz (and not in my town) or I might be 50 lbs heavier. I just had one yesterday and the experience is still vivid. Oh, and their chocolates (which also use Valrhona chocolate) are also damn good. And if you like brownies they've got you covered too. The guys running this place could not be nicer, which makes this place a joy to visit. This is really an exceptional place to come to and we are lucky to have it in our area. I am now a regular almost every time I am in Santa Cruz (and I come here often).

    Photos
    Exterior
    Exterior
    Dark chocolate almond caramel ice cream bar
    Dark chocolate almond caramel ice cream bar
    Chocolate bars

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    Chocolate bars
    Far West Fungi

    Far West Fungi

    4.8
    (98 reviews)
    0.4 mi
    $$

    I stopped by just to take a quick look, and somehow found one of my new favorite spots in Santa…read moreCruz. Far West Fungi is small, clean, and genuinely charming. Don't let the size fool you though, because the food is doing a lot. I ordered three things: Nashville portobello sandwich - meaty, bold, and tangy. Every bite delivered. 8.5/10 Grilled cheese - buttery and herbaceous, with a tomato jam that ties the whole thing together perfectly. Honestly flawless. 10/10 Empanada - flaky, rich, and deeply umami. The kind of thing you keep thinking about after. 9/10 And I have been thinking about all of it since I left. Reasonably priced, friendly staff, and food that genuinely surprises you. My only note is that seating is limited, so just be prepared for that, but it's a small gripe for a spot this good. Will absolutely be back.

    On Thursdays 2-5 they have happy hour: Cafe items are 25% off. Oddly enough, the best thing was the…read moremushroom ice cream. Here's the run-down: 5/5: Candycap mushroom ice cream: awesome. It's made by Mission Hill Ice Cream. $10 for a half-pint. Tastes like a complex maply syrup flavor. 5/5: Candycap caramel. $1.50 each. Great sweet mushroom flavor. 3/5: Maitake flatbread $14. The flavor is jumbled from all the ingredients. 3/5: Mushroom grilled cheese $16; overhyped. 1/5: Candycap cookies. $3. Almost no flavor. Terrible.

    Photos
    I wanted one of these so bad!
    I wanted one of these so bad!
    Super cool selection
    Super cool selection
    Posters/ merchandise for sale

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    Posters/ merchandise for sale

    IT'SUGAR - candy - Updated August 2026

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